Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
Covers an introduction to communication theory relating to integrated marketing communications in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Covers an introduction to communication theory relating to integrated marketing communications in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Sales Management is the process of current exchanges of goods - and thus sales management forms an integral part of Marketing Management. A significantly broader meaning is assigned to sales management as it also encompasses managing the sales functions and the sales force.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Sales Management is the process of current exchanges of goods - and thus sales management forms an integral part of Marketing Management. A significantly broader meaning is assigned to sales management as it also encompasses managing the sales functions and the sales force.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
TOPIC : AS A LEADER/MANAGER SHARE YOUR ACTION PLAN TO MINIMIZE THE GAP AREAS
1). Get down and dirty .
2). Listen to your team.
3). Watch your words.
4). Don’t micromanage your team.
5). Take responsibility for mistakes.
These points help to deliver changes in the leadership observation styles.
Appraisal is an integral part of an employee. In recent years multi-source feedback systems (MSFS) also known as 360 Degree Appraisal became very popular. 540 degree appraisal has also been emerged over the past few years.
This presentation tells about the establishment of a courier service means how business plan can be executed and related feasibility aspects of the plan.
Marketing is a wide range of study with knowledge reaches to almost at top of the level. In order to establish or capture the market via business, the communication needs to be an important way in gaining success.
Ten commandments in effective communicationAjay Veer
Effective communication is an important way to deal with the public and it also enables to help us the ways in which we can interact and address peoples.
This presentation helps to know about gender equality at individual level and in corporates. It also enables to deal with these situations and how to handle them.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
2. MEANING OF MARKET COMMUNICATION
Marketing communications refer to the strategy used by a company or individual to
reach their target market through various types of communication. Marketing
communication includes
advertising,
direct marketing,
branding,
packaging,
sales presentations,
trade show appearances etc.
3.
4. BASIC MODEL OF COMMUNICATION
Source – A source is also referred to as a sender. The sender has a message to convey to
others. The sender can be anyone from a brand manager (in a major corporation such as
Nike or Budweiser) to a salesperson in a smaller organization. At times, celebrities are
used to endorse products and act as a sender for the product. It is always important to
make sure that the source is credible and trustworthy.
A direct source can be a salesperson delivering a message about a product.
An indirect source uses a well known public figure to draw attention to a product.
Encode – The source encodes or translates ideas into a message. For example, a brand
manager decides to promote a new product.
Message – After defining the target market, the marketer designs an effective message
that will achieve the communication objectives.
5. Receiver – The receiver is the person or group with whom the sender attempts
to share ideas. Marketers want a response, the reactions of the receiver, after
being exposed to the message: for example, a consumer receiving the message
about the new product.
Decode – The receiver decodes or interprets the message. For a message to be
decoded by a receiver the way it was intended by the sender, the sender and
receiver need to have common experiences. In other words, a receiver may not
decode a message the way it was intended to if her background and experience
differ greatly from the sender’s. A marketer has to be sensitive to the intended
audience.
Noise – Noise interferes with or disrupts effective communication. This can
include a poor television or radio signal.
Feedback – Feedback is monitoring and evaluating how accurately the intended
message is being received. This can be done by conducting market research.
Essentially, this involves asking consumers if they have seen the message, if they
recall the message, and what their attitude was towards the product.
6. EXAMPLE FROM A MARKETING PERSPECTIVE
The SENDER is typically the company that produces the product.
ENCODING involves communicating the message in understandable terms for the consumer. In some
companies, this person is identified as the Marketing Manager.
TRANSFER MECHANISM is the medium that will be used to “transfer the message”.
DECODING is how the customer interprets the message.
RESPONSE is how the customer reacts to the message. Will the customer purchase the product?
FEEDBACK measures how successful the advertising campaign was.
Example of a Marketing Communications Strategy:
SENDER – Clothing manufacturer
ENCODING – Marketing Manager at the clothing manufacturer
TRANSFER MECHANISM – Television ad
DECODING – Customer sees the television ad and keeps it in mind
RESPONSE – Customer goes to the store and purchases the new product (item of clothing)
FEEDBACK – Information that customers are responding positively to the message
7. WHO IS THE TARGET MARKET ?
LEVELS OF AUDIENCE
AGGREGATION
Must know how your
market will respond
to various sources of
information and
message types.
9. THE COGNITIVE RESPONSE APPROACH
One of the most widely used methods for examining consumers' cognitive processing of
advertising messages is assessment of their cognitive responses, the thoughts that occur to
them while reading, viewing, and/or hearing a communication. The assumption is that these
thoughts reflect the recipient's cognitive processes or reactions and help shape ultimate
acceptance or rejection of the message.
The cognitive response approach is mainly focused to determine the types of responses evoked
by an advertising message and how these responses relate to attitudes toward the ad, brand
attitudes, and purchase intentions. The three basic categories of cognitive
responses researchers have identified—product/message, source-oriented, and ad execution
thoughts—and how they may relate to attitudes and intentions.
For example, consider the ad for Ultra Tide. A consumer may express disbelief or disapproval of
a claim made in an ad. ("I don't believe that any detergent could get that stain out!") Other
consumers who see this ad may generate support arguments, or thoughts that affirm the
claims made in the message. ("Ultra Tide looks like a really good product—I think I'll try it.")
11. ELABORATION LIKELIHOOD MODEL (ELM MODEL)
The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the
attitude of reader or viewer. It is very much important for corporations and advertisement
agencies, in designing their market strategies and understanding the attitudes of peoples.
The Elaboration Likelihood model proposes that each and every message is undergoing the process
of persuasion in two different ways. They are called Central route and peripheral route.
Central Route - The process of persuasion through Central route is straight to the point and
complete.
Example - A woman who is very much interested in jewellery will be closely watching the
advertisements of her favorite jewellery brands. And her husband may not be interested in jewels
so he will be totally ignoring the message from advertisements about the jewels. Here the woman
processes the message in her central route and not her husband.
Peripheral Route - The peripheral route is weak and the involvement of the receiver will be low.
Example – A boy in a book store wants to buy a note book for doing his homework. He sees many
designs in front cover of the notebook from various companies. He became confused, and then he
saw a notebook with his favorite football player’s picture in front cover. Without thinking much
about it, he bought that notebook.
12.
13. COMPARISON OF MARKETING AND
COMMUNICATION OBJECTIVES
MARKETING COMMUNICATION
1). Sales volume 1). Market segments the company wants
2). Market share to target
3). ROI 2). The products FAB (features, Advantages and Benefits)
4). Profit 3). The companies and competitors brands.
4). Ideas on how the brand should be positioned.
15. DAGMAR – Defining Advertising Goals for
Measured Advertising Results
AWARENESS – making the consumer aware of the existence
of the brand.
COMPREHENSION – developing and understanding of what
the product is and what it will do for the consumer.
CONVICTION – developing a mental disposition in the
consumer to buy the product.
ACTION – getting the consumer to purchase product.
19. SUMMARY AND CONCLUSION
IMC (Indian multinational companies) is based on
basic (persuasive) communication theory.
Understanding consumer responses.
Allows communication objectives to be set by
considering response models.